The study found that the modern marketer persona is ideally three-fold – a hybrid of content marketer, brand marketer and web marketer. These three “marketer types” were chosen by survey participants when asked about the current modern marketer role. Successful marketing, however, includes more than three roles and should factor in the use of marketing technology (CRM systems, marketing automation), analytics, targeting, conversion (prospect to customer) and engagement (the right content through the right channels). These five marketing areas were chosen to make up the ideal modern marketer scorecard. The ideal modern marketer has the optimal percentage of all five skill areas – adding up to 100 percent.

But all the right skills won’t matter, if you don’t know the customer.

The good news? If you know your customer, you can turn to professionals with these skills. And that’s often the definition of today’s Modern Business Leader.